This document provides a situation analysis and overview of Brazil for the purposes of developing a 2016-2020 strategy. Some key points: - Brazil has a population of over 200 million and is the largest economy in South America. - Dilma Rousseff is the current president and her priorities include fiscal discipline, education, and sustainable development. - Brazil has improved economically but still faces issues like inequality between states. It relies heavily on services but aims to boost other sectors like agriculture. - Major crops include beef, coffee, citrus, and soy, which present both opportunities and risks to sustainability goals if not managed properly. NGOs play an important role in working with the government and producers on conservation and development

1. ©2009 Rainforest Alliance
Brazil Strategy: 2016-2020Brazil Strategy: 2016-2020

2. TABLE OF CONTENTS
I. Situation Analysis
II. Vision of Success
III. External Scan
IV. Strategy Description
V. Implementation, Feasibility, and Risk assessment
VI. Monitoring and Evaluation Framework
VII.Annex
2

3. PART I
SITUATION ANALYSIS
3

4. I. MACRO TRENDS AND ISSUES:
http://www.skyscrapercity.com/showthread.php?t=847212&page=6

5. • Brazil is the largest country in South
America. It is the sixth-largest
economy in the world.
• Population is over 200 million
people, and expected to grow to
231 million by 2050. Over 80% are
city dwellers.
• 107th
fastest growing country in the
world, growing slightly faster than
the world average.
• Covering approximately
3.288 million square miles, the
world’s fifth-largest country.
• Brazilia is the capital city, Sao
Paulo is the largest city in Brazil; Rio
de Janeiro the second largest city.
BRAZIL’S CORE DEMOGRAPHIES AND PROGRESSIONS

6. Dilma Vana Rousseff is the 36th and
current President of Brazil. She is the first
woman to hold the office. She was
previously the Chief of Staff of the
President Luiz Inácio Lula da Silva from
2005 to 2010. (
https://www.google.com/webhp?sourceid=chrome-instant&ion=1&espv=2&ie=UTF-8#q=dilma%20rouseff
)
http://en.wikipedia.org/wiki/Dilma_Rousseff
Water shortages, deforestation and
indigenous rights are some of the issues
facing Brazil’s president in the next four
years -
http://www.rtcc.org/2014/11/06/five-environmental-challenges-for-dilma-rousseffs-second-term
/ printed 6 November, 2014.
BRAZIL POLITY OF THE RE-ELECTED PRESIDENT

7. • Taming inflation
The average inflation for 2014 in
Brazil was 6.33%, up from 6.21% in
2013.
• Reviving economic growth
The threat of inflation, combined
with lagging growth, will continue to
be a top priority.
• Checking corruption
"We should punish the people and
not destroy the companies.”
• Fiscal discipline
(Reuters) - Brazil's President Dilma
Rousseff urged her cabinet to
embrace fiscal belt-tightening.
BRAZIL POLICY: 10 NEW PRIORITIES OF THE
REELECTED ROUSEFF GOVERNMENT
• Financial sector reforms
Taxes will be simplified to boost
exports.
• Boosting business
Measures aimed at restoring business
confidence since BRIC giants are
slowing down.***
• Social welfare schemes
Preserve war on poverty programs.
• Urbanisation/rural rejuvenation
Curitiba, Brazil an example**
• Agriculture sustainable growth.
• Education & skill development
Brazil has made substantial progress
bridging the rich-poor gap. This article was written
by Yago Montenegro, Maria Franccesca Monteverde, Melissa Morales, and Jose
Raffo, members of the Lauder Class of 2015, Wharton School of Business, U. of
Pennsylvania***
•

8. BRAZIL POLITICS: PRIORITIES & RELEVANCE TO SAN/RA
• Social welfare schemes
President Rousseff has declared there
will be changes to the ‘Bolsa Familia’
program including higher payments, tax
breaks for the poor, and an increase in
the national minimum wage to match
inflation (COLA).
• Urbanization/rural rejuvenation
2015 goal of sustainable urbanization*.
• Agriculture
Strong support of the bioethanol
industry (2014 Farm Bill) with farm
policy reforms that will eliminate $16
billion. www.syngenta.com/global/corporate/en/.../our-
industry.aspx
http://www.fmdv.net/index.php?id=29&L=2&tx_ttnews%5Btt_news%5D=327&cHash=d7025adcac3a3818fb871ac408a353d*
• Education & skill
development
Education from 7% in 2015 to 10%
GDP.***
• Emerging Markets
Research and Markets: Brazil
Biometrics Market 2014-2020:
Brazil Biometrics Market is Projected
to Reach $1.3 Billion by 2020
http://www.prnewswire.com/news-releases/brazil-
biometrics-market-2014-2020-market-forecast-by-
technologies-fingerprint-face-iris-hand-voice--
signature-applications-government-security-travel--
transportation-banking--finance-healthcare--
consumer-elect-279275822.html

9. Economic disparity across Brazil’s states
Brazil has improved it’s economic disparity in recent years with GINI index 54.7.
0 = perfect equality; 100 = perfect inequality.
BRAZIL ECONOMIC POLITICS

10. Brazil’s poorest and wealthiest
states:
I.A. BRAZIL’S STATES BY INCOME

11. GDP per capita (2010 PPP$)
As you can see from the BRIC countries GDP chart below, China accounts for 7.1%
of world GDP, much higher than Brazil’s 2.6%. However, its share in EEM is smaller
than Brazil's.
I. A. BRAZIL’S DEVELOPMENT STANDING: COMPARISON
WITH OTHER COUNTRIES OF STRATEGIC INTEREST TO
RAINFOREST ALLIANCE

12. GDP per capita (2011 PPP$)
I. A. BRAZIL'S DEVELOPMENT STANDING: COMPARISON
WITH OTHER COUNTRIES OF STRATEGIC INTEREST TO
RAINFOREST ALLIANCE

13. Gender Inequality Index (GII) score
I. A. BRAZIL'S DEVELOPMENT STANDING: COMPARISON
WITH OTHER COUNTRIES OF STRATEGIC INTEREST TO
RAINFOREST ALLIANCE

14. Population living on degraded land (%)
I. A. BRAZIL'S DEVELOPMENT STANDING: COMPARISON
WITH OTHER COUNTRIES OF STRATEGIC INTEREST TO
RAINFOREST ALLIANCE

15. Share of working poor, below $2 a day (%)
I. A. BRAZIL'S DEVELOPMENT STANDING: COMPARISON
WITH OTHER COUNTRIES OF STRATEGIC INTEREST TO
RAINFOREST ALLIANCE

16. % of population with at least some secondary education
I. A. BRAZIL’S DEVELOPMENT STANDING: COMPARISON
WITH OTHER COUNTRIES OF STRATEGIC INTEREST TO
RAINFOREST ALLIANCE
Education

17. % of population with at least some secondary education
I. A. BRAZIL’S DEVELOPMENT STANDING: COMPARISON
WITH OTHER COUNTRIES OF STRATEGIC INTEREST TO
RAINFOREST ALLIANCE

18. I.B: BRAZIL AS A DEVELOPMENT CHALLENGE

19. Despite it’s growth and accepted potential, Brazil
comes 79th
in the UNDP development index of all
countries.
19
I.B. BRAZIL AS A DEVELOPMENT CHALLENGE
Human Development Indicators
Human Development Index
0.744
Rank
79
Trends 1980 - Present
1980 1985 1990 1995 2000 2005 2010
0.00.10.20.30.40.50.60.70.80.91.0
Labor force - by occupation:
Agriculture: 15.7%
Industry: 13.3%
Services: 71%
(2011 est.)
Definition: This entry lists the percentage
distribution of the labor force by occupation. The
distribution will total less than 100 percent if the
data are incomplete.
Source: CIA World Factbook - Unless otherwise
noted, information in this page is accurate as of
August 23, 2014

20. Brazil’s economic sectors:
Employment and contribution to GDP:
Labor force by occupation: (Agriculture: 6%
Industry: 28%
Services: 66% (2012 est.)
20
I.B. BRAZIL: FROM PRODUCER TO CONSUMER NATION

21. The coming tipping point
Conclusion
• The decade from 2000 to 2010 in Brazil was marked by the ascent of millions of households out of
poverty.
• By 2020, Brazilian households will represent an annual market of around $1.6 trillion (3.2 trillion
Brazilian reais).
• Middle classes are an important key driver of growth, as the income elasticity for durable goods and
services for middle class consumers is greater than one.*
• Families in the emergent, established, and affluent segments will make up 37 percent of Brazilian
households by 2020, compared with 29 percent in 2010 and just 24 percent in 2000.
21
I.B. BRAZIL: FROM PRODUCER TO CONSUMER NATION-THE RISE AND
RISE OF BRAZIL’S MIDDLE CLASS

22. 22
I.B. BRAZIL: FROM PRODUCER TO CONSUMER NATION-BRAZIL’S MARKET
POTENTIAL
Redefining Brazil’s Emerging Middle Class*
•After a remarkable decade of steady growth and economic stability, Brazil has emerged as one
of the world’s most important new consumer markets
•By 2020, Brazilian households will represent an annual market of around $1.6 trillion (3.2 trillion
Brazilian reais)
Why is the Middle Class Important for Growth?
•Preference for product differentiation leads to value added in branding
•Values (hard work, meritocracy, saving, education
•Catalytic class (economic policymaking but not entrepreneurship
•More sustainable than “export led” growth therefore…
•Less risk of middle income trap (Gill and Gharas 2007)

23. The Growth of Brazil’s Middle Class
24
I.B. BRAZIL: FROM PRODUCER TO CONSUMER
NATION- BRAZIL’S MARKET POTENTIAL

24. I.C: BRAZIL AS A RISING ECONOMIC POWER WORKING WITH NGO’S

25. I.C NGO’S WORKING WITHIN BRAZIL

26. There are around 220,000 Non Governmental Organizations – NGOs – in Brazil.
Some of the most well-known NGO’s in Brazil are listed below:
OIYAKAHA: Developing practices of sustainable agriculture and healthy living, protecting the Amazon
rainforest.
VIVA RIO: was 48th among the top 100 NGOs in the world and the second in Brazil. It was established to
combat the growing violence in Rio de Janeiro.
MONTE AZUL: Providing educational opportunities, culture and health for underprivileged people.
LIVING YOUR DREAM: Teaching English to unprivileged children and teens in Rio de Janeiro.
SER ALZIRA de ALELUIA: Providing professional and educational training.
TWO BROTHERS FOUNDATION: Creating educational communities in Brazil that teach languages, arts
and sciences.
LIBELULA-TRIBO das MENINAS: Providing a safe space for girls and supplementing their education.
CRECHE de FELICADADE: Working in day care.
CASA 579: Offering an out-of-school activity program for children between the ages of 7 and 17.
UOAEI: Working with local farmers sharing sustainable farming practices, protecting the rain forest, and
teaching volunteers permaculture.
Social Aspect: NGO’s in Brazil
I.C. SOCIAL ROLE OF DOMESTIC NGOS

27. President Rousseff and International NGOs
I. C. SOCIAL ROLE OF INTERNATIONAL NGOS
Over the last 40 years, one-fifth of the Amazon rainforest has been cut down
RA’s goal is to effectively conserve 140 million acres of the Amazon by 2015,
employing three broad strategies:
• Strengthening indigenous people
• Creating realistic incentives to encourage farmers and ranchers to comply
with Brazil's Forest Code
• Reducing emissions from deforestation and degradation

28. Disappointment as Brazil declines to sign up to UN Deforestation Agreement
•Governments, businesses and environmentalists have come together to sign a landmark
declaration pledging to end deforestation by 2030
•The declaration was also signed by companies ranging from Kellogg’s and Nestlé, to
Cargill and Asia Pulp and Paper
•Also signed up are charities and NGOs such as the World Wide Fund for Nature
(WWF), the Rainforest Alliance (RA), and the International Union for the Conservation of
Nature (IUCN). . . 25 September, 2014 by Giles Constantine.
President Rousseff and International NGOs
I. C. SOCIAL ROLE OF INTERNATIONAL NGOS

29. 30
I.D. MACRO TRENDS AND ISSUES

30. I.E FOCUS ON CROPS OF STRATEGIC IMPORTANCE
TO RAINFOREST ALLIANCE

31. I.E FOCUS ON CROPS OF STRATEGIC IMPORTANCE
TO RAINFOREST ALLIANCE
Dangers of Monoculture
•Planting a single crop in cleared rainforest plantations makes it
highly vulnerable to disease and pests because, in the natural
rainforest, individuals of a given species are widely dispersed
•Planting of monocultures can be economically risky with the
price fluctuations in international commodities markets and
changing weather patterns
32
http://rainforests.mongabay.com/0811.htm

32. I.E FOCUS ON CROPS OF STRATEGIC IMPORTANCE
TO RAINFOREST ALLIANCE
Cattle Ranching’s Impact on the Rainforest
•Brazilian government data indicates that more than 60 percent of deforested land ends
up as cattle pasture.
•Cattle grazing in the tropics is relatively inefficient: initially each hectare of cleared land
may support an animal, but after 6-8 years, each animal may require five hectares.
•They often choose cattle over other options because cattle have low maintenance costs
and are highly liquid assets easily brought to market.
33
CATTLE RANCHING'S IMPACT ON THE RAINFOREST
By Rhett Butler Google+ | Last updated July 22, 2012

33. Beef: World’s largest producer/exporter
I.E FOCUS ON CROPS OF STRATEGIC IMPORTANCE
TO RAINFOREST ALLIANCE
It is expected that by 2018, the beef export will increase 93 percent, thereby increasing Brazil’s beef
market share of world exports to 61 percent. . Beef is the most carbon-intensive form of meat
production on the planet.

34. 1.E. LEATHER CROPS IN BRAZIL
Leather Production in Brazil
Our investigation exposed the Brazilian government’s complicity in
bankrolling deforestation in the Amazon, as well as several top name shoe
brands whose demand for leather may be supporting cattle ranchers that are
illegally slaughtering the Amazon*.
©Daniel Beltra/Greenpeace
Top Leather Producers, 2012 (thousand tons)

35. Coffee
I.E: FOCUS ON CROPS OF STRATEGIC IMPORTANCE TO
RAINFOREST ALLIANCE
• Brazil is the world’s leading exporter of sustainable coffees.
• Prices continue to fluctuate in the coffee market.
• State-focused programs are an alternative to a national program and could prove
more feasible.
• Starbucks Corporation (NASDAQ:SBUX) boasts that 93 percent of their coffee is
ethically sourced, and that by 2015 it will be 100 percent.
• Arcos Dorados, which franchises McDonald's restaurants in 20 Latin American
and Caribbean countries, announced today that its McCafés in Brazil will serve
only 100% Rainforest Alliance certified coffee to their customers.* Posted 6 November 2014
• FairTrade USA, notes that over 1 billion pounds of coffee imports were certified
by them in 2014 and 4C Association and Brazilian NGO MAFLORA intensify
collaboration for a more global platform.
Trends in the Industry

36. Citrus
I.E: FOCUS ON CROPS OF STRATEGIC IMPORTANCE TO
RAINFOREST ALLIANCE
• Brazil is the largest orange producer in the world, more than 50% of the world’s
orange juice. *
• The price of processing and transporting the orange juice to overseas terminals has
risen steeply—over 50% since 2000—in part due to rising oil prices.**
• Like coffee, oranges are also a very labor-intensive crop^
Trends in the Industry
• Consumption of orange juice world wide has fallen. Production technology will
become critical and more complex; only those growers who can adopt to change
will survive. **

37. Palm Oil
I.E: FOCUS ON CROPS OF STRATEGIC IMPORTANCE TO
RAINFOREST ALLIANCE
• Oil palm set to take over from cattle ranching as the biggest threat to Brazil’s
Amazon rainforest?
By Chris Lang10 November 2014Brazil
• It’s an important raw material for edible oil production and it’s the most productive
feedstock for biodiesel production.
• The government of Pará says that by 2022, the area of oil palm plantations just for
biofuel will be 700,000 hectares.
Trends in the Industry
• Palm oil could be an “environmental win for the Amazon” as long as “only
already-degraded land is used”.

38. Soy
39
I.E: FOCUS ON CROPS OF STRATEGIC IMPORTANCE TO RAINFOREST
ALLIANCE
• Soybean is a very important feedstock for food, energy and chemicals.*
• Soybean oil represents 70% of the raw material used for the production of
Brazilian biodiesel.*
Trends in the Industry
The scarcity of high quality remaining agricultural land available for soybean
expansion in Mato Grosso, could be contributing to the slowdown observed
there.

39. Sugar Growing Areas
I.E. FOCUS ON CROPS OF STRATEGIC IMPORTANCE TO
RAINFOREST ALLIANCE
Brazil is the world’s largest sugar cane
grower and sugar producer and exporter.
About 55% of the region’s crop was used
to produce ethanol in 2013-14.
Sugar cane production in the key south
central region of Brazil has been lost
because of dry weather, 2013-2014.
Brazil is expected to increase its
sugarcane production in the coming
years.*
Direct land use changes and greenhouse
gas balances (including soil carbon stock
changes) associated with expanding
production of sugarcane-based ethanol
noted in São Paulo state*.

40. Cocoa
I.E: FOCUS ON CROPS OF STRATEGIC IMPORTANCE TO
RAINFOREST ALLIANCE
Farmers could grow cocoa in the shade of trees that yield other commodities, such as
fruit or timber.
"The greater demand for cocoa comes as the industry expects production to fall short
of consumption for a second year in a row," reported The Wall Street Journal.
BLIGHT - Moniliophthora perniciosa* is a fungus responsible for Witches' Broom
disease. During the last century the fungus spread throughout all of South
America, Panama and the Caribbean, causing great losses in production.
LOW PROFITS - In fact, in a supply chain that includes many intermediaries — all
of which need to make money — the cocoa farmer gets less than 5 percent of a
typical bar of chocolate, Emanuel said.
Trends in the Industry
Cocoa production is expected to fall 15.7% in the next 10 years.
Published 10/13/2014.

41. Brazil’s Agricultural Macrotrends
through 2012
42
I.E. MACRO TRENDS AND ISSUES
Through 2012

42. Brazil’s Agricultural Macrotrends
through 2021
I.E: FOCUS ON CROPS OF STRATEGIC IMPORTANCE TO
RAINFOREST ALLIANCE

43. Agricultural commodities relevance to Brazil
44
I.E: FOCUS ON CROPS OF STRATEGIC IMPORTANCE TO
RAINFOREST ALLIANCE

44. Certification
Scheme
Progress Note
RA/SAN 1. Environmental Protection
2. Social Equity
3. Economic Viability
Our certification system is built on
these three pillars of sustainability.
UTZ Fair Trade Practices for
Coffee
Create a verified sustainable
agriculture system producing food
in harmony with nature, and
supporting biodiversity and soil
health.
FAIRTRADE Fairtrade supports
producers facing economic,
environmental and social
challenges to strengthen
their livelihoods and
contribute to a more
sustainable world.
Fairtrade consumption options and
carrying out awareness campaigns
through labelling initiatives.
RSPO Fair Trade Practices for
Palm Oil. It has established
a set of standards called the
Principles & Criteria.
(P&C) defines practices for
sustainable palm oil production
and includes other NGO’s.
45
I.F. AGRICULTURE CERTIFICATION SYSTEMS IN BRAZIL

45. Certification Scheme Progress Note
Use learning modules focused
on developing business and
farming skills
These modules help
the farmers to
develop sustainable
farming
Over the years these
producers have noted
increasing productivity of
high quality coffee
Fair Trade Practices for
Sugarcane
Farmer Working
Group formed and
Bonsucro welcomes
its 100th member.
Bonsucro has achieved full
ISEAL membership
Monitor production of Fruit
and Vegetable crops
Provides basic food
safety and
sustainability
specifications.
Global Gap works with
retailers and major buyers
worldwide
46
I.F. AGRICULTURE CERTIFICATION SYSTEMS IN BRAZIL
Protect nature, for people
today and future generations
Spatial planning for
agricultural into
already degraded
lands
1 billion native trees planted
in Brazil’s Atlantic forest,
securing clean water for
cities like São Paulo and Rio
de Janeiro

46. Mission Recent Trends Notes
Our mission is to
care for the world
we live in.
Partners with a variety
of NGOs like Global
Greengrants.
Aveda and the Yawanawa
people have been working
together for 17 years.
Beauty is building,
together, a more
sustainable world.
Amazonian vegetables,
fruits, nuts and gums
are among the active
ingredients.
This Brazilian company is the
world’s largest perfumery and
cosmetics franchising network.
47
I.F. AGRICULTURE FOUNDATIONS WORKING IN BRAZIL

47. Mission Recent Trends Notes
Gordon and Betty Moore
Foundation funding for the
Andes-Amazon Initiative
Since 2001, we've helped
conserve over 150 million
hectares in the Amazon — an
area nearly four times the size
of California.
The Andes-Amazon Initiative is currently
authorized through 2016.
Ben & Jerry’s Foundation Ben & Jerry’s Foundation
formed in 1985, now part of
Unilever
Ben & Jerry's Foundation is named the winner of
the National Committee for Responsive
Philanthropy's Corporate Grant maker for 2014.
48
I.F. AGRICULTURE FOUNDATIONS WORKING IN BRAZIL

48. PART II
VISION OF SUCCESS
49

49. RAINFOREST ALLIANCE SUSTAINABLE
AGRICULTURE CERTIFICATION SCHEME
50

50. I.G FOCUS ON CROPS OF STRATEGIC IMPORTANCE
http://www.landscapes.org/glf-2014/?contestants=crops-national-park-brazil

51. I. G. FOCUS ON CROPS OF STRATEGIC
IMPORTANCE
52

52. Cattle: Growing areas
I.G. FOCUS ON CROPS OF STRATEGIC IMPORTANCE
http://www.nature.com/news/2010/100728/images/Brazil-cattle-map.jpg

53. Beef Production & Consumption
54
I. G. FOCUS ON CROPS OF STRATEGIC IMPORTANCE
World's Top Beef
Producers 58,856,000
Rank Country 2014 % Of World
1 United States
11,230,00
0 19.08%
2 Brazil 9,920,000 16.85%
3
European
Union 7,580,000 12.88%
4 China 5,760,000 9.79%
5 India 4,000,000 6.80%
6 Argentina 2,900,000 4.93%
7 Australia 2,240,000 3.81%
8 Mexico 1,820,000 3.09%
9 Pakistan 1,675,000 2.85%
10 Russia 1,380,000 2.34%
http://beef2live.com/story-world-beef-production-ranking-
countries-0-106885

54. Coffee: Growing areas
I. G. A FOCUS ON CROPS OF STRATEGIC IMPORTANCE

55. Coffee Production & Consumption
56
I.G FOCUS ON CROPS OF STRATEGIC IMPORTANCE

56. I.G FOCUS ON CROPS OF STRATEGIC IMPORTANCE
57
Citrus Production and Consumption
In the past years, an
overproduction was seen among
the Brazilian producers, making it
necessary to establish measures in
order to reduce the stocks. One of
the biggest crisis of this sector
happened in 2012, when the United
States suspended the purchase of
Brazilian oranges because of a
certain pesticide used on the crop.
Better results are expected for the
next years, though.

57. Palm Oil Production & Consumption
I.G FOCUS ON CROPS OF STRATEGIC IMPORTANCE

58. I.G FOCUS ON CROPS OF STRATEGIC IMPORTANCE
Soybean Production and Consumption

59. Sugar Production and Consumption (extra)
I.G FOCUS ON CROPS OF STRATEGIC IMPORTANCE
Sugar demonstrates a 2% world growth per year

60. Sugar Production and Consumption
I.G FOCUS ON CROPS OF STRATEGIC IMPORTANCE

61. Cocoa Production and Consumption*
I.G FOCUS ON CROPS OF STRATEGIC IMPORTANCE
*however, cocoa certification by RA boomed, with a staggering 312
percent jump in 2012

62. I. G. MACRO TRENDS AND ISSUES
Forest Certification

63. 64
I. G. MACRO TRENDS AND ISSUES
Forest Certification
•The forestry or timber industry is a major component of the financial success and
stability of Brazil.
•This South American country is home to the third-largest remaining frontier forest
(large and relatively undisturbed natural forests) on the planet, making up about 17%
of the world’s frontier forests. It has the highest biodiversity in terms of the plants
that these forests accommodate.
•Pine and eucalyptus are the two predominant timber species that are produced,
processed and traded in Brazil.
•Logging permits need to be obtained from the Environmental Institute of Brazil
(IBAMA). +

64. I. G. MACRO TRENDS AND ISSUES
65
Forest Certification
• Simultaneous with the elaboration of national criteria, several FSC-accredited forest
certifiers launched their activities in Brazil.
• Imaflora, a Brazilian NGO based in São Paulo, led the field through association with
the Rainforest Alliance SmartWoodcm
program headquartered in New York City.
• Brazilian government data showed that deforestation in the Brazilian Amazon
resumed its downward trajectory for the 12 months ended July 31, 2014, but there
are worrying signs that the progress may not last since an anti-environmentalist
Minister of Agriculture has just been appointed.^

65. I.G FOCUS ON CROPS OF STRATEGIC IMPORTANCE
Timber and Paper Pulp Production and Consumption
66
• The main International source of
wood production data is the UN.
• Far more than half of the wood from
the two biggest timber producing
regions of Brazil probably comes from
illegal sources, Greenpeace says.**
• More efforts are being made against
illegal harvesting.
• There seems to be a growing
preference for certified, legitimate
service providers within the industry.
+

66. I.H. PROBLEM ANALYSIS: BIODIVERSITY / ENVIRONMENT
WHAT ARE THE MAJOR MISSION CHALLENGES? HOW SIGNIFICANT ARE THEY?
WHAT ARE THEIR DRIVERS?
67
Focal Problems Underlying Drivers Can RA address?
Biodiversity loss India’s increasing demand for agriculture and
forestry products, mineral exploitation
globally due to population growth, income
growth and economic development, leading to
competition for arable land in rich-biodiversity
zones, habitat loss, fragmentation, and
degradation, and human-wildlife conflicts.
Yes – through targeted projects around
biodiversity-rich areas. Prioritization and
mapping required by RA to identify the zones,
targeting donors for specific hotspots, and
design projects to addressing the .
Natural resource
degradation (water, soil
Degradation of water supply and quality.
Inappropriate or excessive use of
agrochemicals and run-off, and limited waste
water management by the industry and
agriculture.
Yes - through projects to increase uptake of
improved practice including agronomic
practices, energy efficiency, environmental
education, voluntary certification uptake and
landscape approaches in key areas (eg. Assam).
Soil erosion and degradation due to
intensification of agriculture, lack of awareness
on causes and consequences
Increased GHG emissions and deforestation
due to limited access to technical assistance for
processing factories, and limited incentives for
farmer and producers to farm sustainably and
adopt best management practices, including
energy efficiency measures.

67. I.H. PROBLEM ANALYSIS: LIVELIHOODS
WHAT ARE THE MAJOR MISSION CHALLENGES? HOW SIGNIFICANT ARE
THEY? WHAT ARE THEIR DRIVERS?
68
Focal Problems Underlying Drivers Can RA address?
Vulnerability of producer
communities
Low share of market value retained by
producers
Yes – by developping producer training programmes,
focusing on the following core topics: productivity (eg.
Through Farmer Field Schools), business skills, financial
literacy and access to finance, value added processing,
etc.
Weak rural infrastructure and poor
access to education and health care;
Weak group organization/capacity, and
lack of direct market access, price-
negotiation power, and income
diversification;
Low productivity per hectare
High dependency on single crop for
income
High worker poverty Low wages and unacceptable conditions
of work (discrimination, Health &
Safety)
Yes – through projects and partnerships to deliver
technical training and certification, agreeing living wages
levels with the industry, collaborating with other
agencies on key social issues (child trafficking)
Socio economic challenges in worker
families on estates (access to health
care, child trafficking, personal safety),
lack of empowerment among women

68. I.I. INTERNAL SCAN
WHAT HAVE WE DONE TO DATE? WHAT HAVE WE LEARNED?
69
CORE
SERVICES
(as applicable)
PAST AND
CURRENT
ACTIVITIES
STRENGTHS/
ACHIEVEMENTS
WEAKNESSES/
CHALLENGES
LESSONS
LEARNED
Sustainability Standard Setting • Local adaptation guides for
tea
• Technical advisor to
Trustea, India’s domestic
sustainability code for tea
• Trustea has government
backing, wide-spread industry
support, infrastructure and
resources. However, there is
increasing recognition that
producers will want to move
from TT to the globally-
recognized SAN standard,
providing RA with an
opportunity.
• Facilitate producers in making the
transition from Trustea to SAN,
increasing SAN penetration and RA’s
likely marketshare.
Producer Technical Assistance and Training Ongoing technical training
programme focused on tea
estates in North India. New
GEF project starting up to
include smallholders
High level or technical expertise in local
partner
Few resources available for the
size of the country and nature of
problems.
Monitoring, Evaluation and Research
Certification/Verification/Validation Now three CB’s operating
in India for agriculture:
• RACert
• Indocert
• IMO
• Woodcert (Forestry)
9• Certifications with over 45 tea
companies
• Coffee certifications held by 20
companies
XX SAN FARM auditors
XX FSC COC auditors
XX FM/VLC auditors
Claims/Traceability/and Trademarks • 1 certified regional brand
of tea: Goodricke
• 1 National brand now
committed to certification:
Typhoo
• 1 National coffee chain
using the frog seal: Costa

69. 70
CORE
SERVICES
(as applicable)
PAST AND
CURRENT
ACTIVITIES
STRENGTHS/
ACHIEVEMENTS
WEAKNESSES/
CHALLENGES
LESSONS
LEARNED
Supply Chain/Stakeholder Networking Tea and Coffee:
Extensive Networks include:
• Producers
• Regional and national
producer Assocs.
• Regional and national
Industry bodies
• Governmental agencies
• Brokers
• Traders
• Packers (regional, national
and international
• National and international
coffee chains
Tea and Coffee:
We now have an extensive network of
participants in and advocates of our
systems, right across the value chains of
both these commodities.
As such, we are well-poised to increase
producer up-take and market desire for
RA certified crops.
A lack of human resources to
capitalize on these opportunities
as quickly as the participants in
these networks are demanding.
Responsibilities for the implementation
of the India Strategy need to be
coordinated but distributed across RA’s
functions.
Sustainable Market Development • A recent Exec VP-level 3
week trip to India involved
meetings with 24 brand-
owning tea and coffee
businesses.
• They was significant
interest in future use of the
RA certified seal from ½ of
these meetings.
• 1 certified regional brand of tea:
Goodricke
• 1 National brand now committed to
certification: Typhoo
• 1 National coffee chain using the frog
seal: Costa
We have momentum that will secure
further brand commitments is the
weaknesses and challenges can be
overcome.
As above.
We need to ensure producer up-
take can be maintained in order
to encourage and facilitate future
brand commitments.
Corporate Advisory/Consulting
Comms/Marketing/Education We secured significant
commitments from
We have an internationally-recognized
certification that is still gaining producer
We currently lack the resources
to follow up on, let alone

70. II. A. CONTEXT: RA VISION OF SUCCESS AND GRAND
CHALLENGES
71

71. 72
II. A. KEY CHALLENGES ADDRESSED BY THIS STRATEGY

72. PART III: EXTERNAL SCAN
73

73. III. A. STAKEHOLDER ANALYSIS
WHO ARE THE KEY INFLUENCERS OF THE CURRENT SYSTEM? WHO ARE THEY
KEY ACTORS? WHERE IS THE POWER? WHO HAS THE RESOURCES?
74
ORGANIZATION /TYPE WHY IS THIS ORGANIZATION IMPORTANT?
Origin Operations and Groups
National and regional trade and
producer associations
e.g. United Southern Planters Association of Southern India (UPASI)
XXXX XXXX
Corporate
Retailers (see the top 10 retailers in
India in the Slide XX)
Important buyers of agricultural and forestry products in India and to
increasing RA’s exposure to key consumers.
International brand-owner companies:
Unilever, Costa,
Working with & through brand-owning multinational companies is an
efficient/effective way to gain market exposure and commitments to crops,
change consumer perceptions and purchasing decisions and producer’s land-
use practice.
Indian companies who play important
role in certain commodity’s production
and consumption nationally and
globally – E.g. Tata Global Beverages,
Café Coffee Day, Apeejay Surrendra
They represent the most important buyers of agricultural and forestry
products, and have incentives to contribute on sustainability.

74. III. A. STAKEHOLDER ANALYSIS
WHO ARE THE KEY INFLUENCERS OF THE CURRENT SYSTEM? WHO ARE THEY
KEY ACTORS? WHERE IS THE POWER? WHO HAS THE RESOURCES?
76
BRAZIL’S BEEF INDUSTRY WHY IS THIS ORGANIZATION IMPORTANT?
Producers
JBS SA JBS S.A. is a Brazilian company that is the largest (by sales) food processing company in
the world, producing factory processed beef, chicken and pork, and also selling by-
products from the processing of these meats. It is headquartered in São Paulo.[2]
It was
founded in 1953 in Anapolis, Goias. The company has 150 industrial plants around the
world
ABIEC Brazilian meat packer dominating the market
Global Foods Marfrig is one of the largest food companies to beef base, sheep, poultry and fish in the world. With productive, commercial
and distribution units in 16 countries, Marfrig is also considered one of Brazil's most internationalized companies and diversified food. Its
products are sold to major restaurant chains and supermarkets, come to the table of millions of consumers in more than 110 countries
each day.&
ABPO The Brazilian Association of Organic Farming (ABPO) was created in 2001 by ranchers in
the Pantanal region that is recognized by the Certified Organic Farming as a promising
sustainable (socially, economically and environmentally activity) production systems^
^^ Slaughtering and Meat Processing for
Export, Operations in Brazil, Agrentina,
Uruguay and the Middle-East. 4th Largest Beef
Producer in the World
Apex Brasil*** Brazilian industries and exporters of fresh beef chilled and frozen, offals, casings, salted
and processed beef.

75. 4 C Association (4C)has a total of 12,000 trained members. Currently providing four
courses to deal with the 4 red practices that the verifiers identified. These
courses include:
•Farm Management;
•Integrated Pest Management;
•How to reduce the use of pesticides; and
•Proper storage of chemical products.*
Brazil’s Coffee Excellence Association
(BSCA).
Brings together producers of specialty coffees and to promote Brazilian
specialty coffees, also known as gourmet coffees, while stimulating constant
technical improvement and more efficient services during their
commercialization.**
O’Coffee O'Coffee is a major producer of responsible and sustainable coffee in Brazil.
Their coffee is certified by Rainforest Alliance, Utz Certified and AMSC –
Alta Mogiana Specialty Coffee Association. Buriti Reforestation Project:
800,000 native trees in ten years.^
C.A.F.E. Practices C.A.F.E. Practices is a green coffee sourcing guideline with third-party
evaluation for Starbuck’s stores.^^
Coffee Cabana (Producer)&&
Arabica Beans
78
BRAZIL’S COFFEE INDUSTRY WHY IS THIS ORGANIZATION IMPORTANT?

76. Producers, Processors and Exporters
Citrograf Mudas One of Brazil’s largest citrus producers. Oversees production to reduce blight.
Citrosuco One of the largest growers and processors in Brazil
ABECITRUS A Brazilian Association of Citrus Exporters. Brazil’s largest citrus exporter
Cutrale
Cutrale-world’s largest producer of orange juice. To combat growing decline, Cutrale and its
partner Grupo Safra offered American company Chiquita a whopping $625 million to take
over the brand published 8/14/14.
PRA will recover 1.6 million hectares of native forest *
12/16/2014
Approved on Wednesday (10/12), the Environmental Adjustment Program will allow the settlement of property in the State of SP.
The Legislative Assembly of São Paulo, the Program Environmental Regularization (PRA) will allow farmers to regularize their properties. The
PRA is a major breakthrough for the state and will provide more security to farmers. For the deputy Barros Munhoz (PSDB), an author of the
project, the approval will benefit the State of São Paulo, producers and the environment, besides offering more security to farmers who have
access to credit and technical support. After the regularization of their properties, the PRA will ensure the recovery of 1.6 million hectares of
native forests. The PRA will be used as basis for completing the Rural Environmental Registry (CAR), whose term ends in May 2015. Mr
Itamar Borges (PMDB), who is also author of the project and president of the Agriculture Committee (CAE) notes that "the PRA will bring a
balance between the environment and agriculture. The Law will bring clear rules for environmental protection,“ he said. The project follows
the guidelines and applies the provisions of the Federal Forest Code, which was already exhausted the period of regulation for over a
year. The new law now goes to Governor Geraldo Alckmin.
79
BRAZIL’S CITRUS INDUSTRY WHY IS THIS ORGANIZATION IMPORTANT?

77. Procopiak Compensados e Embalagens SA Woodland owner and producer, especially plywood. manufacturing
Fordaq.com An influential timber trade company in Brazil with an online network
Global Capital
A major manufacturer and producer. woodland owners and traders
Uniforest Wood Products
One of Brazil’s major exporters of timber. Also a manufacturer & producer*
Key Environmental Organizations
Law enforcement in the forest sector is divided between the Brazilian Institute of the Environment and Renewable Natural Resources
(IBAMA), the Brazilian Forest Service. There is a lack of transparency with bureaucratic roadblocks. Also high taxes favor small businesses,
hindering cooperation. The playing field must be leveled to further legal logging.+
Brazilian Institute of Environment and
Renewable Natural Resources
All logging requires a permit, as well as a formal management plan. These need to be
obtained from the Environmental Institute of Brazil (IBAMA)
Brazilian Environmental Ministry Fraud in Pará was responsible for the unlawful sale of 26.8 million cubic meters of forest
products, they reported Published 05/2014
Interpol Nearly 200 arrests in Interpol crackdown on illegal logging. The Interpol operation “is a
big step in the right direction and must be followed up with swift enforcement and
prosecutions,” Billie Kyte of Global Witness said Published 02/2013
ITTO - International Tropical Timber
Organization
Voluntary certification of their forest management operations.****
80
BRAZIL’S TIMBER INDUSTRY WHY IS THIS ORGANIZATION IMPORTANT?

78. Cargill Cargill provides food, agriculture, financial and industrial products and services to
the world and are located in 67 countries. They partner with the Nature
Conservancy to further environmental sustainability.
Bunge Bunge is one of Brazil's largest agricultural exporters, oilseed processors and
wheat millers. We own and operate eight sugarcane mills in Brazil that produce
sugar, ethanol, and electricity through co-generation.
ADM At more than 265 processing plants, ADM turns soybeans, corn, cocoa, wheat,
palm and sugar cane into food, animal feed and industrial materials that are used by
people and businesses around the world
ABIOVE Brazilian Association of Vegetable Oil Industries which initiated the Soy
Moratorium^
Soy Moratorium
In effect through May, 2015^^
University of Wisconsin-Madison's Holly Gibbs and colleagues across the U.S. and
Brazil show that the moratorium helped to drastically reduce the amount of
deforestation linked to soy production in the region and was much better at
curbing it than governmental policy alone. "It reinforces the idea that private sector
interventions will be needed in the long term to maintain the deforestation-free
production of soy," says Gibbs,*
Soy Working Group (GTS) The GTS (Soy Working Group) announces an incentive program for Rural
Environmental Registration (CAR). The new registration program includes actions
designed to provide rural producers with explanations. #
Recent Developments
2014/15 soybean production is forecast to increase by eight percent, reaching a record 97 million metric tons (mmt), based on
steady increases in planted area and yields. With 2014/15 exports forecast at 50 mmt., Brazil is poised to continue as the world’s
largest soybean exporter**
81
BRAZIL’S SOY INDUSTRY WHY IS THIS ORGANIZATION IMPORTANT?

79. Agropalma The Agropalma company, which sells palm oil to the food, hygiene and cosmetics
industries, set up shop 27 years ago on this land initially cleared to make way for
cattle pasture. It now owns more than 39,000 km of dendê in Pará.^^
Cargill We believe that palm should be produced sustainably. We have established
corporate sustainability commitments to build a traceable palm oil supply chain and
seek compliance throughout the supply chain relative to RSPO policies on no
deforestation, no peat, and no exploitation.++
Key Environmental Organizations
RSPO – Roundtable on Sustainable Palm
Oil
Ethical treatment of workers, reduced pesticides, efficient techniques to eliminate
deforestation. Palm oil has many advantages. It is the highest-yielding vegetable oil
crop, which makes it very efficient. It needs less than half the land required by
other crops to produce the same amount of oil. This makes palm oil the least
expensive vegetable oil in the world. It is used in a wide range of products, from
margarine and chocolate to ice cream, soaps, cosmetics, and fuel for cars and
power plants.*
RSPO, eTrace & Green Palm are linking
together
eTrace and Green Palm provide reliable and effective platforms for the tracking of
certified physical palm oil and the trading of certificates respectively. **Posted: 11 Nov
2014
Recent Developments
World Resources Institute - Global Forest Watch Commodities Platform Includes RSPO Concession Maps
In early 2014 the World Resource Institute – WRI, Google and partners launched an online forest monitoring system that
enables real-time tracking of deforestation. +
Although Datu research claims that palm oil could take over cattle ranching as the biggest threat to the Brazilian rainforest, #
palm oil could ultimately benefit the Amazon for a number of reasons. Planted on the degraded pasture land that abounds in the
Brazilian Amazon, oil palm could generate more jobs and higher incomes for locals than the dominant form of land use in the
region: low intensity cattle ranching. ^ Results after 5 years show oil palm yields in agroforestry systems are, on average, higher
than those of monocrop systems.***
82
BRAZIL’S PALM OIL INDUSTRY WHY IS THIS ORGANIZATION IMPORTANT?

80. Cozan Largest sugarcane producer and processing company in Brazil.
Copersucar Major producer of sugar and ethanol
Tereos International 3rd
largest sugar producer in the world
Odebrecht Produces renewable and clean energy. Provides internal and external
market two types of fuel ethanol (anhydrous alcohol and hydrated
alcohol), electricity and sugar VHP
Key Environmental Organizations
Bonsucro Bonsucro Certification satisfies the purchasing policies of large-scale
sugar buyers seeking suppliers who support fair labor and
environmental protection.^^
ISEAL Alliance ISEAL is the global membership association for sustainability
standards. Our mission is to strengthen sustainability standards systems
for the benefit of people and the environment. Some of their members
are: Bunsucro, UTZ, RSPO and Fairtrade.
Unica – Brazil Sugarcane Industry Association Transparency and continuous improvement are key elements for the
Brazilian sugarcane industry to develop in a sustainable way. To this
end, UNICA publishes a sustainability report on a regular basis.
83
BRAZIL’S SUGAR INDUSTRY WHY IS THIS ORGANIZATION IMPORTANT?

81. 01/20/2015 UNILEVER SHOWING LEADERSHIP ON SUSTAINABLE SUGAR SOURCING The
company is leading the way in the purchase of credits through ISEAL member Bonsucro's credit trading
system. It recently strengthened its commitment to sourcing sustainably-produced sugar through the
purchase of 235,000 credits.
03/12/2014 "THE FUTURE GROWTH FOR TRANSPORTATION IN BRAZIL SHOULD BE
FROM ETHANOL, BUT HOW LONG IT TAKES US TO GET THERE, I REALLY DON'T
KNOW"
Bunge Limited CEO Soren Schroder, at the Goldman Sachs 18th Annual Agribusiness Conference in New
York City, quoted by OPIS - Oil Price Information Service.
11/19/2013 "ETHANOL POWERED AUTOMOBILES ARE THE BEST SOLUTION FOR
BRAZIL, BECAUSE ETHANOL IS A RENEWABLE ENERGY THAT CUTS EMISSIONS AND
BENEFITS THE ECONOMY"
Mercedes-Benz Brazil CEO Phillip Schiemer, explaining that in Brazil, ethanol powered vehicles are more
efficient than hybrids or electric cars, during a debate organized by the daily newspaper O Estado de S. Paulo.
84
RECENT DEVELOPMENTS IN THE SUGARCANE/ETHANOL INDUSTRY

82. 85

83. TOP 10 SUPERMARKETS OF BRAZIL
86
Rank
Company Facts Revenue No. of
stores
The Group
1
Companhia
Brasileira de
Distribuição
Trading as CBD (formerly known as Grupo
Pão de Açúcar) is the biggest Brazilian company
engaged in business retailing of food, general
merchandise, electronic goods, home appliances
and other products. Its headquarters are in Sao
Paulo city. It is the 2nd
largest in Latin America
by revenue.
Gross
Revenue
2011: BRL
52,6 billion
1571 Hypermarkets: Extra
Supermarkets: Extra, Pão de
Açúcar, Sendas, CompreBem
Wholesales supermarket: Assaí
Atacadista
Household Appliances: Casas
Bahia, Ponto Frio
2
Carrefour (means
“Crossroads”)
Hyperstore*
headquartered in
France.
.
Carrefour.com: Online store
and combined supermarket and department
store*-multi-channel retail.
Gross
Revenue
2011: BRL
28.7 billion
500 Hypermarkets: Carrefour,
Carrefour Planet;
Supermartkets: Carrefour
Bairro, Champion, Globi, GB
Supermercados, GS, Norte,
Gima, Artima, Dia %, Ed,
Minipreço; Convenience Stores:
Carrefour Express, 5 minutes, 8
a HuiT, Marche Plus, Proxi,
Sherpa, Dìperdì, Smile Market,
Ok!, Contact GB, GB Express,
Shopi; Wholesales Supermarket:
Atacadão; Carrefour Drogarias:
Pharmacies; Carrefour Postos:
Gas Stations; Carrefour;
Turismo: Tourism; Carrefour
Empresarial: Business;
Carrefour.com: Online store

84. TOP 10 SUPERMARKETS OF BRAZIL
87
Rank
Company Facts Revenue No. of
Stores
The Group
3
Wal-Mart Brasil
Ltda.
The group operates in 18 Brazilian states
aside from the Federal District. It came to
Brazil in 1995.
Gross
Revenue
2011: BRL
23.4 billion
521 Retail and Wholesale
Supermarkets, Pharmacies,
Gas Stations, Restaurants,
Coffee Shops, General
Merchandise
4
Cencosud Brasil
Comercial Ltda. A Chilean chain that acquired several
Brazilian supermarket companies.
Gross
Revenue
2011: BRL
6.2 billion
152 Retail Suermarkets and
Delicatessens.
Bretas: supermarket chain
from Minas Gerais; G.
Barbosa: supermarket
chain from Pernambuco;
Mercantil Rodrigues:
supermarket chain from
Minas Gerais; Prezunic:
supermarket chain from
Rio de Janeiro; Perini: a
delicatessen from
Pernambuco; Super
Família; Cardoso
Supermercados:
supermarket chain from
Bahia

85. TOP 10 SUPERMARKETS OF BRAZIL
88
Rank
Company Facts Revenue Number
of
Stores
The Group
5
Companhia
Zaffari Comércio
e Indústria
Two Family Owned Supermarkets, Bourbon
and Zaffari.
Gross
Revenue
2011: BRL
2,9 billion
29 Zaffari Supermercados
Bourbon Shopping
Bourbon Supermercados
6
Irmãos Muffato e
Cia Ltda.
Family Owned Supermarkets This Brazilian
chain was founded in the early 1970s, by José
Carlos Muffato.
Gross
Revenue
2011: BRL
2,3 billion
35 Retail and Wholesale
Suermarkets, Auto
Services, Electronics, Gas
Stations and Unifato, a
Business University
7
A. Angeloni Cia
Ltda.
The Angeloni Group is a Brazilian family
business founded in 1958 by the brothers
Antenor e Arnaldo Angeloni
Gross
Revenue
2011: BRL
2,16 billion
23 Supermarkets,
Supercenters, Pharmacies,
and Postos de
Combustíveis

86. TOP 10 SUPERMARKETS OF BRAZIL
89
Rank
Company Facts Revenue Number
of
Stores
The Group
8
Condor Super
Center Ltda.
This Brazilian company was founded in 1974,
by the young entrepreneur Joanir Zonta
who commands the business to date.
Gross
Revenue
2011: BRL
2.13 billion
33
9
DMA
Distribuidora S/A The chain does not count with foreign
participation in its capital.
Gross
Revenue
2011: BRL
2.0 billio
94 Supermarkets,
Differentiated
Supermarkets called
Martplus and
hypermarkets.
10 Supermercados
BH Comércio de
Alimentos Ltda.
BH Supermercados operates in several cities
of Minas Gerais
Gross
revenue:
BRL 1.9
billion
112 Supermarkets

87. BRAZIL’S COMMODITY FORECAST
90
• Most analysts forecast Brazilian economic growth to remain
sluggish in 2015. Technically, the Brazilian economy has entered
into recession and the effects of the current economic situation
will impact next year’s GDP growth, estimated to rise at around
one percent. In addition, a new federal administration will be
sworn on January, 2015 and could implement policies correct
economic disequilibria and promote stronger growth and lower
inflation.

88. CATTLE COMMODITY NEWS
91
Brazilian Cattle Industry
5
•The cattle industry in Brazil is the economic activity that
occupies the largest land expansion.
•Brazil has the second largest herd in the world, only surpassed
by India.
•Brazil has historically been one of the biggest producers of
bovine meat and in the last five years, the largest exporter of
cattle meat in the world.
0
0
0

89. CITRUS COMMODITY NEWS
92
Meet the Brazilian Orange Baron who Helped
Orchestrate
Chiquita Buyout, Jose Luis Cutrale*
•In the 1980s, the company was among Brazilian producers
accused by the U.S. Commerce Department of selling juice in the
U.S. at prices deemed too low by Florida growers, though he had
the U.S. anti-dumping measures removed in a World Trade
Organization case that closed in 2013.

90. COFFEE COMMODITY NEWS
93
Coffee Gets Boost From Dry Outlook in Brazil
Wall Street Journal - 2/7/2015 2:15:53 AM
The worst drought in decades crimped the Arabica crop in Brazil,
the world’s largest coffee producer. Arabica is a type of coffee
prized for its mild flavor. In recent weeks, Arabica prices have
been volatile as the weather outlooks have shifted.

91. PALM OIL COMMODITY NEWS
94
Status and prospects of oil palm in the Brazilian
Amazon
Brazilian Amazon has suitable, cleared land for oil palm twice that
used worldwide.
• Government proposes measures to ensure sustainable oil palm
growth in the region.
• Oil palm area in Brazilian Amazon poised to grow 6-fold
between 2005 and 2015.
• Almost half of all palm oil produced in 2015 will become biofuel.
• Trends indicate Brazil may become leading biodiesel producer
and exporter.

92. 95
Ethanol prices rise in Brazil after measures to
boost gasoline taxes
Sao Paulo (Platts)-30Jan2015/236 pm EST/1936 GMT
•Ethanol prices in Brazil have been on the rise following recent
measures to increase gasoline taxes in the country.
Since the announcement on taxes made by the country's finance
minister January 19, ex-mill hydrous fuel ethanol prices assessed
by Platts have surged 7%.
SUGAR/ETHANOL COMMODITY NEWS

93. 96
Cocoa, Once Hot, Is Facing a Chill
Wall Street Journal - 1/27/2015 11:57:25 PM
Prospects for slowing growth in both developed and
emerging markets are pushing down cocoa prices, the main
ingredient in chocolate ... Processors in those regions
ground nearly 590,000 metric tons of cocoa beans into
products, including cocoa butter.
COCOA COMMODITY NEWS

94. III.C. PEER* REVIEW/COMPETITIVE ANALYSIS
WHERE IS THE NEW THINKING COMING FROM? WHO IS GENERATING NEW IDEAS?
WHO HAS TRACTION?
98
Peer What do they do in Brazil?
Rainforest
Alliance
(RA) Has a Brazil-based partner; OELA, the Rainforest Alliance's Brazil-based partner, is doing to help the people of
Boa Vista do Ramos improve their lives while ensuring the long-term health of the forest.
Greenpeace Greenpeace is campaigning for an end to deforestation in the Amazon by 2015. Very involved in the timber industry,
their global work has created case studies collaborating with forest product companies. These analyses are useful
globally.
Forest
Stewardship
Council
(FSC)It is widely accepted that forest resources and associated lands should be managed to meet the social,
economic, ecological, cultural and spiritual needs of present and future generations. This standard shall be used in FSC
timber & non-timber forest management certification audits, for traditional communities, indigenous peoples and
small-scale producers in Brazil.^^
World
Wildlife Fund
(WWF) Reducing the environmental impacts of agriculture
At the local level...
WWF is also working with small farmers to identify how the negative environmental impacts of soy production can be
reduced. Globally...
At the global level, WWF, companies, NGOs, and banks have initiated the international Round Table on Responsible
Soy. They also work to create standards increasing efficiency including educating ranchers on land re-use. They are
involved in hydropower ecology and legal production of timber.
UTZ Active in certification of tea and coffee. Children of coffee farmers sent to school rather than put to work. ... The
top UTZCertified origin countries are Brazil, Vietnam and Honduras. UTZ Certified, 4C Association each sign
landmark agreements with Brazilian state government, aligning their respective codes of conduct.
published 9/12/2013.

95. PART IV
STRATEGY DESCRIPTION
99

96. IV. A. POSITION STATEMENT
-Draft 1.0:
Rainforest Alliance is able to tackle many of India’s most pressing conservation and
social development needs by capitalizing on India’s rapid development as a consumer
economy.
We do this by creating value for sustainably-produced products within the domestic
and international markets they are traded and sold in.
We work with farmers and foresters to promote the adoption of sustainability
standards and bespoke solutions and with businesses and consumers, to build an
understanding of their value and a demand for the resulting products.
100

97. IV.B. STRATEGY OVERVIEW
101
RA VISION PEOPLE AND PLANET, PROSPERING TOGETHER
RA MISSION
Biodiversity
Conserved
Sustainable livelihoods Ensured Land use practices
Transformed
Business practices
Transformed
Consumer behavior
Transformed
POSITION
STATEMENT
Rainforest Alliance is able to tackle many of India’s most pressing conservation and social development needs by capitalizing
on the country’s rapid development as a consumer economy.
We do this by creating value for sustainably-produced products within the domestic and international markets they are traded
and sold in.
We work with farmers and foresters to promote the adoption of sustainability standards and bespoke solutions and with
businesses and consumers, to build an understanding of their value and a demand for the resulting products.
GOAL
Establish Rainforest Alliance in India as the principle, independent partner for delivering sustainability solutions within the agricultural, forestry
and consumer sectors that it works with, ensuring these solutions contribute to established India-specific aspirations for mindful and meaningful
consumption.
INDIA-
SPECIFIC
STRATEGIC
OBJECTIVES
Align the work of
Rainforest Alliance
in India with India-
specific
conservation
needs.
Conserve and
regenerate the
production
landscape
through the
adoption of
sustainable
practices
Use the SAN
standard and
other tools,
including the
formation of
local
community
organisations,
to ‘drill down
to’ and
address
poverty
within
production
landscapes.
An active network of
partners and
stakeholders across
India, working
towards agreed goals
that are compatible
with and progress our
mission.
Rainforest Alliance is a
major force in driving the
trading, processing and
purchasing of sustainably
grown products across
value chains and enables
the communication of this
to end consumers through
the use of the RA certified
seal and other initiatives.
The behavior of Indian
consumers is influenced
positively by their
understanding of the
linkages between purchasing
Rainforest Alliance Certified
and other sustainably gown
products and the impact this
has on India rural society, its
production landscapes and
biodiversity.
1. Improve and innovate around our core work in sustainability standards, commodities, assurance, market linkages, technical assistance, and M&E
to deliver deeper impact, wider reach, and better value.
2. Work with supply chain partners, form local community groups and engage local
and national government around proactive land use planning and landscape
conservation initiatives that combine restoration of degraded land, reforestation,
and sustainable farming methodologies that compatible with a healthy, productive
ecosystems.
5. Raise awareness of sustainability and the RA brand’s
contribution to a mindful lifestyle among key influencers in
priority markets

98. IV.C. CORE STRATEGY COMPONENTS
102
Core Strategies Key Initiatives, Projects, and Services
1 1.1
1.2
1.3
1.4

99. IV.C. CORE STRATEGY COMPONENTS
103
Core Strategies Key Initiatives, Projects, and Services
2 2.1
2.2
2.3

100. IV.C. CORE STRATEGY COMPONENTS
104
Core Strategies Key Initiatives, Projects, and Services
3. 3.1
3.2

101. IV.C. CORE STRATEGY COMPONENTS
105
Core Strategies Key Initiatives, Projects, and Services
4. 4.1
4.2

102. IV.C. CORE STRATEGY COMPONENTS
106
Core Strategies Key Initiatives, Projects, and Services
5. 5.1
5.2
5.3
5.4
5.5
5.6.

103. IV.C. CORE STRATEGY COMPONENTS
107
Core Strategies Key Initiatives, Projects, and Services
6. 6.1
6.2
6.3
6.4
6.5

104. IV.D. ALIGNMENT WITH RA STRATEGIC PLAN
(FY16-20)
108
List relevant
STRATEGIC
OBJECTIVES
List relevant
KEY
INITIATIVES
List relevant
KPIs
Contribution of strategy
1
All key
initiatives under
objective 1
1
2
All key
initiatives under
objective 2
2
3
All key
initiatives under
objective 3
3
4
All key
initiatives under
objective 4
1, 4
5
All key
initiatives under
objective 5
5, 6
6
All key
initiatives under
objective 6
1,2,3,4,5,6,7

105. PART V
IMPLEMENTATION,
FEASIBILITY AND RISK
109

106. V.A. IMPLEMENTATION MILESTONES
110
Comp
onent
FY16 FY17 FY18 FY19 FY20
Committed / in hand
FTEs
Budget
Countri
es
China
Projected / incremental
FTEs
Budget
Countri
es
China

107. V.B. FEASIBILITY ASSESSMENT
111
Key
Initiative
Key
Stakeho
lders
Key
Services
Core Delivery Model Core Revenue
Model
NEW Resource Requirements
(as applicable)
Skills/
Capabilities
Technical Organization/
Management
Partner(s)/
Contractor(s)

108. 112
Key
Initiative
Key
Stakeholders
Key
Services
Core
Delivery
Model
Core
Revenue
Model
NEW Resource Requirements
(as applicable)
Skills/
Capabilities
Technical Organization/
Management
Partner(s)/
Contractor(s)
V.B. FEASIBILITY ASSESSMENT

109. PART VI
MONITORING AND
EVALUATION FRAMEWORK
113

110. VI.A. THEORY OF CHANGE
114
EXAMPLE

111. VI.B. RESULTS MATRIX
115
RESULTS MATRIX
[Core Strategy 1 ]
[Outcome]
Indicators Baseline Target
[Core Strategy 2]
[Outcome] Indicators Baseline Target
[Core Strategy 3]
[Outcome]

112. VI.B. RESULTS MATRIX
116
[Core Strategy 4]
[Outcome]
Indicators Baseline Target
[Core Strategy 5]
[Outcome] Indicators Baseline Target
[Core Strategy 6]
[Outcome] Indicators Baseline Target

113. Q & A
117

114. REFERENCES
• See ‘notes’ referring to the externally sourced information for each slides.
118

115. PART VI
ANNEX
119

116. 120
BRAZIL’S AND RA’S PRIORITY CROPS

117. PART VI-ANNEX -- ADDITIONAL
INFORMATION
For the most up to date information on ecological organizations
operating in Brazil, go to:
http://www.ecolabelindex.com/ecolabels/?st=country,br
121